It's not even clear what the OP is asking. Does "no-cushioning" just mean zero drop? Or does it mean that even if the shoe is totally flat, the midsole under the heel should be made of something without any cushioning properties?
In any event, if you accept the need for cushioning in any part of the shoe, then it makes sense to have it in the heel because even forefoot strikers put tremendous force on their heels. If they didn't, then they wouldn't be able to take advantage of the passive energy return from the stretch shortening cycle. You can't determine how much force you're applying to different parts of the foot just be looking at a video. And most runners have different footstrikes at different speeds anyway. Heelstriking is the norm at easy run paces, even for people who forefoot strike at faster paces.
As for elites, even Kenyans, they demand cushioned shoes. Adidas moved towards much more substantial trainers and races in the Boost era partly because of feedback from their sponsored runners. Maybe they're dumb, but I typically think that people whose livelihoods are on the line are usually a good judge of what works and what they need.